QMS Campaign Aims to Drive Shoppers Back to Local Butchers
Quality Meat Scotland Launches New Campaign to Support Local Butchers
Quality Meat Scotland (QMS) has launched a new multi-channel marketing campaign. The campaign is aimed at boosting footfall for independent butchers and supporting members of the Scotch Butchers Club.
The campaign will run across radio, digital and in-store channels. Radio advertising alone is expected to reach around 1.5 million listeners. QMS said the initiative is designed to reinforce the value of local butchers. This comes at a time when many are facing pressure from rising costs and changing consumer shopping habits.
Messaging will focus on quality, provenance and trust. It will highlight the role of Scotch Butchers Club members in delivering high-welfare Scottish meat backed by assured standards. The campaign also aims to remind consumers of the expertise and service offered by local butchers. This is compared with larger retail formats.
QMS said driving demand at butcher level remains critical to maintaining value across the supply chain. This supports livestock producers while protecting traditional routes to market for premium Scottish beef, lamb and pork.
Source: Quality Meat Scotland | 3 February 2026
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